Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web

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A summary of my forthcoming book: Marketing 2.0; Bridging the Gap Between Seller and Buyer on the Social Web.

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  • Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web

    1. 1. Marketing 2.0 Bridging the Gap Between Sellers and Buyers on the Social Web Bernie Borges – Find and Convert February 16, 2009
    2. 2. Bernie Borges: Founder & CEO, Find and Convert <ul><li>20 + years marketing </li></ul><ul><li>Enterprise software & Internet industries </li></ul><ul><li>Past 6 years providing: </li></ul><ul><ul><li>Internet marketing strategic consulting </li></ul></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><ul><li>Pay-per-Click advertising management </li></ul></ul><ul><ul><li>Visitor conversion strategies </li></ul></ul><ul><ul><li>Web 2.0 strategies </li></ul></ul><ul><ul><li>Podcast services </li></ul></ul><ul><li>Help B2B companies find and convert leads on the web  </li></ul>
    3. 3. <ul><li>Why Marketing 1.0 Doesn’t Work Anymore </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>Developing a Social Media Plan </li></ul><ul><li>Tools & Platforms </li></ul><ul><li>Personal Branding </li></ul><ul><li>Making Time for Social Media </li></ul><ul><li>Measuring Results </li></ul><ul><li>Convincing Management </li></ul><ul><li>Case Study </li></ul><ul><li>Actions and Take-Aways </li></ul>Marketing 2.0 Topics
    4. 4. Why Marketing 1.0 Doesn’t Work Anymore <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Direct Mail </li></ul><ul><li>Print </li></ul><ul><li>Tradeshows </li></ul><ul><li>TV/Radio </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO/PPC </li></ul><ul><li>Blogging </li></ul><ul><li>Social Networking </li></ul><ul><li>RSS Enabled Content </li></ul><ul><li>Video/Photos </li></ul><ul><li>Twitter </li></ul><ul><li>Slideshare </li></ul>
    5. 5. Why Marketing 1.0 Doesn’t Work Anymore
    6. 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
    7. 7. Marketing 2.0 <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
    8. 8. Marketing 2.0: Think Like a Publisher! <ul><li>Think Content! </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>e-books </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Presentations </li></ul></ul>
    9. 9. The Buyer is in Control Not the Seller! http://www.youtube.com/watch?v=heSudg-tfIk
    10. 10. Marketing 2.0 Landscape on the Web Share Publish Network reddit digg StumbleUpon Del.icio.us Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo
    11. 11. <ul><li>Technology </li></ul><ul><ul><li>RSS, XML, AJAX </li></ul></ul><ul><li>Bandwidth Proliferation </li></ul><ul><ul><li>WiFi, High Speed Access </li></ul></ul><ul><li>Social Culture of Communication </li></ul><ul><ul><li>Communities Offer Collective Intelligence </li></ul></ul>Social and Technology Drivers
    12. 12. Developing a Social Media (Marketing 2.0) Plan <ul><li>Begin with Research </li></ul><ul><ul><li>Where does your customer “hang out?” </li></ul></ul><ul><ul><li>Ask your customers </li></ul></ul><ul><ul><li>Research your competition </li></ul></ul><ul><ul><li>Search on the social web </li></ul></ul>
    13. 13. Developing A Social Media Plan Source: The Value of Many, Neighborhood America
    14. 14. Make a Commitment <ul><li>Should you…. </li></ul><ul><ul><li>Start a blog? </li></ul></ul><ul><ul><li>Focus on social networking sites? </li></ul></ul><ul><ul><li>Start your own community on the web? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Video? </li></ul></ul>
    15. 15. <ul><li>Themed </li></ul><ul><li>Human Voice </li></ul><ul><li>Transparency </li></ul><ul><li>Commitment </li></ul>Business Blogging Strategies
    16. 16. Size of Blog Market
    17. 17. Social Media Tools and Platforms
    18. 19. Facebook http://www.insidefacebook.com/
    19. 20. Facebook
    20. 21. Facebook: Individual Profile
    21. 22. Facebook/CNN Inauguration
    22. 23. Facebook Groups
    23. 24. Facebook Groups
    24. 25. <ul><li>Fan Page </li></ul>Facebook Fan Page
    25. 26. LinkedIn Individual Profile Work History Recommendations Introductions Portfolio Valuable Links
    26. 27. LinkedIn Groups
    27. 29. What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
    28. 30. Want to Find Someone on Twitter? http://search.twitter.com/search?q=tampa+chamber+of+commerce
    29. 31. http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx
    30. 32. Some Famous People on Twitter…
    31. 33. Some Not-So-Famous People on Twitter 
    32. 34. Want to Find Someone on Twitter? http://www.socialbrandindex.com/
    33. 35. Twitter: Events & Trends Using Hashtags
    34. 36. Twitter: QuickBooks
    35. 38. Personal Branding <ul><li>Individual reputation management </li></ul><ul><li>Personal and professional brand converged </li></ul><ul><li>Benefits individual and employer </li></ul><ul><li>Be real, be interesting </li></ul><ul><li>Contribute </li></ul><ul><li>It’s an asset! </li></ul><ul><li>Embrace it! </li></ul>
    36. 39. Personal Branding http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html
    37. 40. Video
    38. 41. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
    39. 42. Photos
    40. 43. Presentations
    41. 44. Measuring Results <ul><li>Relationships </li></ul><ul><li>Content </li></ul><ul><li>Alignment </li></ul><ul><li>Best Practices </li></ul>
    42. 45. Google Analytics Integration
    43. 46. Google Analytics Integration
    44. 47. Hubspot: Facebook Lead Tracking
    45. 48. Reputation Management Tools http://jobmob.co.il/blog/online-reputation-management-resources-tips/
    46. 49. Convincing Management <ul><li>Just Look at the Numbers! </li></ul><ul><li>Do Competitive Research </li></ul><ul><li>Ask Your Customers </li></ul><ul><li>It’s Mainstream Baby! </li></ul><ul><li>Experiment… </li></ul>
    47. 50. Making Time for Social Media <ul><li>Are you getting great results now? </li></ul><ul><li>Did your marketing budget increase? </li></ul><ul><li>Are your buyers easy to reach? </li></ul><ul><li>Is your brand as good as it could be? </li></ul>How do you currently allocate your time???
    48. 51. Staffing Implications <ul><li>There are many… </li></ul><ul><ul><li>Do they get it? </li></ul></ul><ul><ul><li>Who likes to write? </li></ul></ul><ul><ul><li>Introverts? Extrovert? </li></ul></ul><ul><ul><li>Staff re-allocation? </li></ul></ul><ul><ul><li>Time commitment? </li></ul></ul><ul><ul><li>Justification? </li></ul></ul>
    49. 52. http://www.sherpastore.com/socialmediabmg09.html
    50. 55. <ul><li>Low Cost Implementation </li></ul><ul><ul><li>Most tools are free </li></ul></ul><ul><li>Relationships </li></ul><ul><ul><li>Communities, Trust, </li></ul></ul><ul><li>Marketing/PR </li></ul><ul><ul><li>Viral affects are huge </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Multiple locations of content </li></ul></ul><ul><ul><li>Link centric </li></ul></ul>Marketing 2.O /Social Media Benefits
    51. 56. Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities
    52. 57. Reasons Not to do Marketing 2.0 <ul><li>Don’t have time… </li></ul><ul><li>Our staff resists it… </li></ul><ul><li>Our competitors aren’t doing it… </li></ul><ul><li>We’re going out of business… </li></ul>
    53. 58. <ul><li>Think like a publisher </li></ul><ul><li>Focus on building relationships </li></ul><ul><li>Research the Social Web </li></ul><ul><li>Engage, Listen, Act </li></ul><ul><li>Consider Proper Staff Allocation </li></ul><ul><li>Experiment & Be Patient </li></ul><ul><li>Measure </li></ul><ul><ul><li>Traffic, buzz, brand, sales cycles, referrals, etc. </li></ul></ul>Marketing 2.0 Actions & Take-Aways
    54. 59. Connect with Bernie Borges… Email: [email_address] Website: http://www.findandconvert.com/ Blog: http://www.findandconvert.com/blog/ Twitter: http://twitter.com/ berniebay LinkedIn: http://linkedin.com/in/bernieborges Facebook: http://profile.to/bernieborges Facebook Fan Page: http://companies.to/findandconvert

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